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My whole CMO career I felt marketing was shortchanged when it came to attribution and now I finally have the data to prove it 😆 🙃
My findings:
- On every model, enhancing the data gave marketing more credit. Last touch went from 15% to 25%. First touch from 38% to 45%. 20% to 37%.
- CRM/marketing automation touchpoint only see 51% of what creates a deal. The other 49% lives in unstructured data
- Brand and advocacy start 28% of deals. The opportunity source field credits them with 5.6%.
- Unresponded cold outbound one-way emails fill 45% of logged touches but earn 3.7% of the credit.
- AEs only add 2.7 people to buying group, the real group is 7.9
The whole report: upside.tech/research/the-u…
My findings:
- On every model, enhancing the data gave marketing more credit. Last touch went from 15% to 25%. First touch from 38% to 45%. 20% to 37%.
- CRM/marketing automation touchpoint only see 51% of what creates a deal. The other 49% lives in unstructured data
- Brand and advocacy start 28% of deals. The opportunity source field credits them with 5.6%.
- Unresponded cold outbound one-way emails fill 45% of logged touches but earn 3.7% of the credit.
- AEs only add 2.7 people to buying group, the real group is 7.9
The whole report: upside.tech/research/the-u…
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There are 2 types of marketing teams.
The ones that credit the demo form and call it "marketing leads", and the ones that try to understand whatever made the buyer fill it out, even if it was a sales convo 6 months ago.
One of our own deals started with a demo request that Our AI gave that form 0%. It gave 47% to internal championing and 28% to a relationship from years earlier.
More on what's actually driving pipeline:
upside.tech/research/the-u…
The ones that credit the demo form and call it "marketing leads", and the ones that try to understand whatever made the buyer fill it out, even if it was a sales convo 6 months ago.
One of our own deals started with a demo request that Our AI gave that form 0%. It gave 47% to internal championing and 28% to a relationship from years earlier.
More on what's actually driving pipeline:
upside.tech/research/the-u…
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Me after leaving the first startup I founded after 10 years:
"Never again will I merge my identity with my company!!!"
Me this week:
"I'm dressing up @UpsideGTM for Halloween!"
"Never again will I merge my identity with my company!!!"
Me this week:
"I'm dressing up @UpsideGTM for Halloween!"
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😅😂🤣
Today we're launching Dollars 💰
Most AI startups spend so much time and effort building an AI product with negative gross margins. We skipped straight to the end.
We sell US dollar bills for $0.80.
TAM: $1T+ in circulation. We’re going after all of it.
Let’s scale to the s for less dot com
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For those who are worried AI will take our jobs, don't fret. Silicon Valley is inventing new jobs for humans every day.
(picture take by @Dan_Ahmadi in South Park today)
(picture take by @Dan_Ahmadi in South Park today)
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The downside of having an unusual or lacking sense of humor is the constant feeling of needing to explain your jokes.
I dressed up at @UpsideGTM data layer at the @ExaAILabs Halloween Party 🤣🤣
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I don't think that's right. That might show you how someone first heard about you - but that does not account for what really tipped the scales, the complex buying group, etc. I think the form needs to be a signal in your attribution (and we do include it) but can not be the only ow is just one example of an AEO analysis I did for a customer where you can clearly see other sources of signal that do not show up in the self attributed signal.
More on what matters: upside.tech/research/the-u…
More on what matters: upside.tech/research/the-u…
You do not need a $50K attribution platform to figure out what drives your revenue.
Early in my career, we spent 6 months arguing over 10 different attribution dashboards that nobody trusted. Add a self-reported attribution field on your demo form, listen to 5 customer calls, and read the deal notes in HubSpot. You will learn more in 1 afternoon.
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Hahaha 100%. Also they don't work that well... same with marketing email. It makes up 45% of the touches a customer gets but only counts for 3% of the reason someone decides to consider buying.
if you put me on a drip campaign i can scratch your car right? both should be just as punishable
scratched car or flag you as a target for hackerville somewhere in the Soviet Bloc
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😂
so done with building my startup
i've worked 150 hour weeks
recorded 300 podcast episodes
larped as a founder at over 20 coffee shops in sf
followed 10 VCs home from the office
and I still have zero paying users
and haven't raised any capital
already been at it for well over 3 weeks
when does it get easier?
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I made an app showing how @UpsideGTM is cleaning our own GTM data. Turns out @Dan_Ahmadi
and I are pretty bad at sales hygiene 😆😅😆 - I have been building these for all our customers and we are by far the worst so far.
and I are pretty bad at sales hygiene 😆😅😆 - I have been building these for all our customers and we are by far the worst so far.
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This is NOT only coding agents. GTM I think is much worse.
There’s 100% a kind of mania you can get into with coding agents, where it feels like you’re getting a lot done and working all the time but nothing is really happening.
I think it's often a form of avoidance of something else in life.
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I don't agree here. It's hard to show the value of marketing without data and attribution is meant to show what actually works - budgets being cut means even MORE pressure to invest in what matters.
AND it turns out that what matters but it's not properly tracked and AI can now g impact.
AND it turns out that what matters but it's not properly tracked and AI can now g impact.
CMOs heading into 2027: flat budgets (7.8% of revenue), AI spend outrunning readiness (only 30% ready, per Gartner), and buyers who can’t verify your claims.
Stop chasing credit. The attribution battlefield is littered with CMO bodies who fell under constant bitching from Sales that the leads sucked.
Either the entire organization is aligned and integrated towards pursuing revenue, or they aren't. Sales, Marketing, Finance need to get on the same page. Attribution is a lost cause.
We're heading into 2027, not 2014.
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Mada Seghete retweeted
CMOs heading into 2027: flat budgets (7.8% of revenue), AI spend outrunning readiness (only 30% ready, per Gartner), and buyers who can’t verify your claims.
Stop chasing credit. The attribution battlefield is littered with CMO bodies who fell under constant bitching from Sales that the leads sucked.
Either the entire organization is aligned and integrated towards pursuing revenue, or they aren't. Sales, Marketing, Finance need to get on the same page. Attribution is a lost cause.
We're heading into 2027, not 2014.
Stop chasing credit. The attribution battlefield is littered with CMO bodies who fell under constant bitching from Sales that the leads sucked.
Either the entire organization is aligned and integrated towards pursuing revenue, or they aren't. Sales, Marketing, Finance need to get on the same page. Attribution is a lost cause.
We're heading into 2027, not 2014.
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All the critics of these badass women remind me of this poster I hung at @branchmetrics during the early days. I had to make my own version - the arena is not only for men, and somehow in tech, it feels that women in the arena get harsher critics than men ever do.
One month into dating, her boyfriend’s startup was acquired by NVIDIA.
Our #1 SF Dating advice: Lock it in before the acquisition
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Great fireside at the @westboundequity founder summit.
Such a trip down memory lane from @akothari speaking about taking @stanforddschool’s first launchpad class - I remember being there at the demos as a guest of Michael Dearing.
That was the moment I decided to apply to convince Alex and @mikemolinet to take that class where we started @branchmetrics.
The valley is a very interconnected place and it’s incredible the influence we have on each other without sometimes even realizing it.
Such a trip down memory lane from @akothari speaking about taking @stanforddschool’s first launchpad class - I remember being there at the demos as a guest of Michael Dearing.
That was the moment I decided to apply to convince Alex and @mikemolinet to take that class where we started @branchmetrics.
The valley is a very interconnected place and it’s incredible the influence we have on each other without sometimes even realizing it.
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Everyone is talking about connecting your CRM systems to Claude and asking questions - but the biggest blocker I hear (this was a big topic at Drew Neisser CMO Huddles last week)- GTM data is NOT ready for AI.
I ran an analysis comparing @UpsideGTM healed data agains what's in roups alone the results are telling:
- Only 1 in 3 people of the buying group on won deals are added on opportunity
- 21% don't even exist in the CRM
Without healing your data, asking AI for insights just can't fully be trusted.
I ran an analysis comparing @UpsideGTM healed data agains what's in roups alone the results are telling:
- Only 1 in 3 people of the buying group on won deals are added on opportunity
- 21% don't even exist in the CRM
Without healing your data, asking AI for insights just can't fully be trusted.
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At a CMO huddle chatting about @HubSpot renaming Inbound to Unbound. What does that means for Dreamforce? 😂
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Ever wondered how many people on a deal don't get added to Salesforce contact roles?
Turns out: A LOT!
Turns out: A LOT!
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100% - I added that because I think better data helps us understand what's working. The "credit" in my report is meant to help teams know where to invest, not to power goaling and incentive plans.
@mada299 My favorite line: use attribution as a diagnostic, not to set goals. The moment a number becomes a target, people start optimizing the number and that's when people start pointing fingers too !
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